The global electronic market has become so large that a successful business can no longer exist and develop outside the Internet. The article notes how digital technologies have penetrated into online business. They are being incorporated into marketing plans and daily life, and people are using digital devices instead of physical stores; digital marketing campaigns are becoming more prevalent and effective.The article discusses the main marketing tools for the development and efficiency of e-commerce in the context of global digitalization: SMM marketing, SEO, contextual and banner advertisements, communication marketing, video marketing, event marketing, remarketing.The main trends and the most influential tools of the digital age are also highlighted.The main Key Performance Indicators are given. They reflect how the actions that are taken as part of an online promotion help the company move towards achieving its e-commerce business goals.

ABSTRACT. In the context of change of higher education in Ukraine, the issue of transformation of institutional relations and subjects of educational space has been put forward. The new paradigm of higher education is based on European values and focused on the integration of Ukraine into the European Higher Educational Area. The transformation of higher education is influenced by many institutional factors. The processes of quality assurance as one of the drivers of institutional transformation of Ukrainian higher education system is researched. The preconditions of the institutional transformation of Ukrainian higher education is analyzed; new approaches and principles of quality assurance in the emerging new institutional environment of higher education and integration into the European educational space are defined in the article.

ABSTRACT. The article deals with the system reformation of Ukrainian sport industry. The changes, providing the confidence of institutional and private investors are revealed. The main areas of reform that will promote the establishment of an independent and investment attractive sports sector are defined. The authors have analyzed the origins of existing problems of organization principles of sport in Ukraine that hinder its development and transformation from vestiges of communism to self-sustaining competitive segment of Ukraine's economy integrated into the global and European sports community. The legal and economic institutional model for further development of sport in Ukraine needed to sustain the interest of investors has been proposed.

Abstract. The purpose of the paper is to study the basis of state policy in the field of sanitation of the territory of the settlement, especially under decentralization of management. The survey is based on the analysis of the development of the legal framework of Ukraine, CIS countries and European countries on household waste management, and study of statistical information on the current stage of waste management with further identification of the current problems which Ukraine faces in this field, and providing practical recommendations taking into account the decentralization process which is currently taking place and as well as foreign experience. It is found that the need for separate collection of household waste has become essential in the field of environmental protection. However, due to inadequate system of solid household waste management in settlements, usually in the private sector, 26.9 thousand unauthorized landfills are detected annually. The solution to this problem is to cultivate the culture of the population and raise their motivation to sort waste. Besides, one of the reasons for such a phenomenon is the absence of a legal mechanism of utilization of waste in the rural area. It has been established that in order to increase the efficiency of administrative management of social development on the corresponding territory the decentralization of management has been chosen as priority. It has resulted in the possibility of the community’s cooperation which has a number of advantages for settlements improvement, in particular for sanitation of the territories. In order to solve the problem of reducing the unauthorized landfills in the private sector of the rural area the implementation of measures aimed at development of the culture of the population and raising their motivation to sort waste has been proposed. In order to increase the motivation of taxpayers for the rational management of waste, it is proposed to apply tax incentives, in particular, income tax and value added tax for companies that: carry out operations to supply equipment intended for use in the manufacture of waste products; promote investment in the manufacture of containers, garbage trucks and the construction of waste sorting plants. Keywords: marketing research, sanitary clearing of the territory, settlements, domestic waste, improvement of settlements. JEL Classification M31, R11 Formulas: 0; fig.: 1; table: 2; bibl.: 23.